Identifying Market Segments and Selecting Target Markets参考.ppt

Objectives Identifying Market Segments Choosing Target Markets Steps in Market Segmentation, Targeting,and Positioning Basic Market-Preference Patterns Market-Segmentation Procedure Survey Motivations Attitudes Behavior Analysis Factors Clusters Profiling Bases for Segmenting Consumer Markets Bases for Segmenting Business Markets Demographic Operating Variables Purchasing Approaches Situational Factors Personal Characteristics Effective Segmentation Heavy and Light Users of Common Consumer Products Additional Segmentation Criteria Ethical Choice of Market Targets Segment Interrelationships Supersegments Segment-by-Segment Invasion Plans Intersegment Cooperation Five Patterns of Target Market Selection Segment-by-SegmentInvasion Plan Review Identifying Market Segments Choosing Target Markets Objectives Identify Differentiating Attributes Choosing Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy Market Evolution The BCG CompetitiveAdvantage Matrix Product Differentiation Services Differentiation Differentiation Personnel Channel Image Differentiation Perceptual Map Sales Profit Life Cycles Four IntroductoryMarketing Strategies Maturity Stage Market Modification Product Modification Marketing-Mix Modification Decline Stage Decrease investment Resolve uncertainties - stable investment Selective niches Harvesting Divesting Market Evolution Emergence Growth Maturity Decline Market-Fragmentation andMarket-Consolidation Strategies Review Identify Differentiating Attributes Choosing Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy Market Evolution * ?2000 Prentice Hall * 1. Identify segmentation variables and segment the market 2. Develop profiles of resulting segments Market Segmentation 3. Evaluate attractiveness of each segment 4. Select the target segment(s) Market Targeting 5. Identify possible positioning concepts for each target segment 6.